July 07, 2014

Building Your Campaign with the Product Group Generator

Google Shopping Campaigns

Google has announced that all retailers have until late August to transition their current Product Listing Ad (PLA) campaigns to the recently released Shopping campaigns format. After the transition date, Google will automatically force all remaining PLA campaigns into the new format without optimization or input from the retailer. Join us here each week for our ongoing Shape Up Your Shopping Campaigns series, as we count down to August and help you prepare for the switch. Get caught up with Part 1, Part 2 and Part 3 of the series and be sure to email us at marketing@channeladvisor.com with any questions you have along the way.


Now that you’ve shaped up your data feed and successfully mapped out your product group structure, it’s finally time to build your campaign. Nervous? Don’t be. This is actually the easy part. In fact, you have quite an advantage over all those other retailers attempting this process manually. You’ve got ChannelAdvisor’s Product Group Generator. In an internal test, the Product Group Generator built an entire campaign 37 times faster than it took to do the same job manually. So the only thing you should be stressing about is deciding what you’re going to be doing with all that free time.    

First things first: Before you begin using the Product Group Generator, take a minute to set up the new campaign on your Campaign page in AdWords. As with all new campaigns, you’ll simply choose the type of campaign (Shopping campaigns) and enter other basic information, such as country of sale and your budget. Now you’re ready to get started.

Part 3 of the Shape Up Your Shopping Campaigns series provided some tips to consider when developing your campaign structure. And if you’re currently running a Google PLA campaign, you’ll be happy to know that you can simply replicate the existing product attribute structure in the new campaign structure. For instance, if you had success with organizing your campaign by Brand and Product Type, then those will be the first two levels within your new Shopping campaign. You can then proceed with more granularity, including additional levels of product attributes and custom labels.  

When you first open the Product Group Generator’s template, you’ll immediately notice that everything you need to build your entire campaign is located on a single screen.  

Product Group Template

After you choose your campaign from the drop-down menu, you can begin assigning a global order to your segment levels. The first level is considered your Ad Group level. You’ll notice that all of your feed attribute labels are available in the drop-down menu.

Product Group Template

Once you choose the appropriate attribute, you’ll be ready to assign a default bid. If you don’t have comparable bid information from the existing campaign, we recommend erring on the higher side. You can always scale it back once you have some metrics to guide you. This approach can be used for each level of bidding. And since the Product Group Generator will assign every product in your feed to a product group, you can leave the Everything Else bid at $0.01.

Product Group Template

Next, you’ll assign an attribute to the second-level segment and assign a bid. It’s important to remember that as your campaign becomes more granular, each level of bidding overrides the bid of the previous level. You can repeat this step of assigning attributes and bid amounts for as many as five levels of segmentation — but most campaigns won’t require that level of detail.

Finally, hit Save and you’re done. It’s that easy. Seriously.

Check back next week as we review the steps involved in testing your new campaign. As you transition, keep track of your progress with our Shape Up Your Shopping Campaigns Roadmap.

And as always, if you have questions along the way, feel free to email us at marketing@channeladvisor.com and we’ll do our best to incorporate the answers in future blog posts.

July 03, 2014

Yet Another Google Upgrade: AdWords Policy 2.0

Receiving an alert from Google about a policy upgrade isn’t the ideal start to any search marketer’s day. We hope that by now you’ve had time to let the idea simmer. If you’re not aware, on June 16, Google announced that upgrades are coming to its AdWords policy “around September.”

The recently released 2.0 version of the AdWords policy has one main focus: the end user. The new policy will crack down on advertisers, enforcing high-quality, no-junk content to ensure the most streamlined experience for ad viewers.

Will the new and improved policy cause ads to look more like native ads to the user, ultimately resulting in increased clicks and revenue for Google? We’ll be keeping a close eye on the digital marketing ramifications over the coming months. In the meantime, here are two key upgrades you need to be aware of as a search marketer:

1. A Streamlined Policy

In an effort to make its policy easier to comprehend, Google shrunk the existing policy from seven broad categories to four. Google hopes that organizing its policy into fewer sections will make it more practical and digestible for advertisers.


Existing google adwords policy

Will become:

New google adwords policy

2. Increased Emphasis on Content Quality

Paid search ads will now adhere to strict policies to protect a user’s experience. Google claims that it doesn’t want users to feel misled by the ads delivered to them. To ensure the highest quality experience, Google’s Abuse of the Ad Network policy prohibits:

  • Malicious ads, sites or apps

  • Ads promoting sites that offer little unique value to users and are focused primarily on traffic generation

  • Businesses that attempt to gain an unfair advantage in the ad auction

  • Businesses that attempt to bypass Google’s review processes

Google concludes by asking advertisers to “play fair.” Any attempts to circumvent the ad review process will result in serious consequences.

The Bottom Line

Google doesn’t want end users to be bombarded with intrusive ads. This new policy aims to be more transparent, cracking down on advertisers in an effort to eliminate “black hat” marketing practices.

According to Google, if your current paid search campaigns comply with the existing policy, you shouldn’t stress over this upgrade. However, it’s worth familiarizing yourself with the new policies and considering whether you need to make any changes before September. You can find a preview of the upcoming policy here.


Blog post by Jordan Nowlin, social media & blog manager, ChannelAdvisor

Looking to expand your knowledge about search marketing? Check out our white paper 7 Ways to Squeeze the Most out of Paid Search.


June 30, 2014

Develop Your Shopping Campaigns Structure: Expert Q&A

SAS Header

Google has announced that all retailers have until late August to transition their current Product Listing Ad (PLA) campaigns to the recently released Shopping campaigns format. After the transition date, Google will automatically force all remaining PLA campaigns into the new format without optimization or input from the retailer. Join us here each week for our ongoing Shape Up Your Shopping Campaigns series, as we count down to August and help you prepare for the switch. Get caught up with Part 1 and Part 2.  


By this point, we hope you have a solid grasp on Shopping campaigns and have begun organizing your feed, filling in missing information and laying the groundwork for your future, high-functioning campaigns.

Now, it’s time to develop a campaign structure.

Like any good workout regimen, you want to make sure it’s designed to maximize efficiency and target the proper areas. Same goes for your Shopping campaigns — the structure is crucial to your success.

As you develop your campaign structure, keep these tips in mind:  

  • Think about your website. Products on your website are likely grouped by categories and brands. And depending on the type of products, shoppers discover them in different ways. Think about your products from the consumer’s point of view. How do shoppers typically search for and find your products when navigating your site? Do they search for a brand like “Nike”? Or a category like “running shoe”? Try to replicate this thought process when organizing your product groups.



Macy's screenshot

  • Consider the 80/20 rule of thumb. For many retailers, 80% of their sales can be tied to 20% of their total products. While the numbers may differ for you, it’s still a good idea to use your top-performing products as a starting point when building your new campaigns. Likewise, identify and prioritize the top performers within your existing PLA campaigns.

  • Don’t forget about pivot tables. To help you visualize your product groups, build the basic structure in a worksheet pivot table first. Using a small portion of your feed, experiment with the order of the layers until you feel comfortable with the structure.  

As you build your Shopping campaigns, you’ll likely run into some questions. Some will be universal, and some will be specific to your situation.

To assist, we’ve addressed some of the questions we received after our Google Shopping Campaigns 101 webinar, as retailers began organizing their feeds and structuring their campaigns.  

Q: Can you have multiple feeds within a single campaign? For example, a separate feed based on location for geotargeting?

A: Yes. Having multiple feeds within a single campaign is possible as long as they target the same country and language.

Q: Are custom labels solely a way for admins to organize the bidding process? Does grouping or labeling have any effect on how I show up in Google and who is searching?

A: Custom labels are intended to help retailers subdivide products into categories of their choosing. Providing more granular information for a product can potentially increase its relevance to a shopper’s query. For example, custom labels can distinguish best sellers, as well as sale or seasonal items. You can also use these same values for monitoring, reporting and bidding in your Shopping campaign.

Q: What if a product in our store fits multiple categories? For example, what if we sell sports equipment, and we have an item that can be used for multiple sports?

A: Just determine where it best belongs or segment it by something else as "top level,"such as brand. This will filter it into one product group to start.

Q: If we make a change on Google AdWords, will it sync with ChannelAdvisor?

A: Yes, it will.

Q: How do we add benchmark columns? I'm not seeing them under the “Dimensions” tab.

A: Under the “Product group” tab, look for “Customize Columns.”

Q: I’m unable to find click-through rate, conversion and benchmark data at the item ID level. I can only see it at the product group level. Is this accurate?

A: This is correct.

Q: Let's say I have Brand X and Brand Y that are both in Category Z. Is it better to do two campaigns or two ad groups in one campaign?

A: You only need separate campaigns for separate budgets or targeting — and you only need separate ad groups for reporting, negative keywords and mobile bid adjustments. We recommend keeping your campaign structure as simple as possible.

Q: Is there a way in ChannelAdvisor to apply custom labels to our products, and do those labels push to AdWords?

A: Yes, just create a business rule in your Google feed template so that it populates each SKU with the appropriate terms in the custom fields. Then pull those in through the Google User Interface (UI).

Q: Custom labels only allow a max of 1,000 unique entries. What do you suggest if we have thousands of unique entries?

A: It really shouldn't be an issue. You should only use custom fields for segmentation that can’t be accomplished with standard attributes.

Q: It would be a lot easier to be able to copy and paste Shopping campaigns. I’ve tried — why do I always come up with an error?

A: Unfortunately, a copy/paste function isn’t currently supported in the Google UI or AdWords Editor. We recommend using the ChannelAdvisor Product Group Generator to take the pain out of the transition.


Once you’ve mapped out your campaign structure, it’s time to bring it to life. Check back next week to learn how the ChannelAdvisor Product Group Generator can save you hours of work while building your campaigns.

As you transition, keep track of your progress with our Shape Up Your Shopping Campaigns Roadmap.

And as always, if you have questions along the way, feel free to email us at marketing@channeladvisor.com and we’ll do our best to incorporate the answers in future blog posts.


June 27, 2014

Expert Insights: Digital Marketing with Stephanie Chen

We had a chance to sit down and talk digital marketing with Stephanie Chen, team lead from our Managed Services department. She provides a unique behind-the-scenes view of search advertising. 

Stephanie Chen

Q: Could you explain your role here at ChannelAdvisor?

A: Sure! I lead a high-energy team of campaign managers who drive revenue growth and maximize profitability through paid search marketing. We work with a portfolio of e-commerce clients on our Digital Marketing Managed Services team. We create and execute strategies to meet and exceed our clients' paid search goals by using best practices, leveraging our software and testing new features to continuously improve.

There’s never a dull moment: Our clients and industries are very diverse — everything from apparel to automotive — not to mention that the digital marketing landscape is changing by the minute. It's exciting to explore new opportunities and overcome challenges every day.

Q: What are three Google AdWords best practices you’d suggest to retailers?

  1. Despite new advancements, it's still all about the fundamentals. As you’re building out your account, I always recommend thinking like a potential customer. Then ask yourself, How can I make it as easy as possible for someone who's searching for what I sell to find me and then purchase from me?

  2. The overwhelming majority of our clients experience heavy seasonality, for Q4 at a minimum. If you have historical data, it's extremely important to review trends and top-performing keywords from the previous year and make sure they're in good shape (i.e., active and visible) going into high season.

  3. Remarketing Lists for Search, Enhanced Sitelinks and Merchant Promotions are some of the "biggest bang for your buck" features in terms of time they take to implement and how big of an impact they can make — please test these!

Q: Can you briefly explain the three features you just mentioned in your last best practice?

A: Of course!

  • Google Remarketing Lists for Search allow you to layer audience lists with search campaigns so that you can take advantage of valuable user traffic that’s already familiar with your brand. You’re able to leverage bid multipliers or even different ads.

  • Enhanced Sitelinks are the mother of real estate when it comes to taking up space at the top of the search engine results page (SERP). Think of Enhanced Sitelinks as giving you the ability to add two to four "mini ads" along with your main ad.

  • Merchant Promotions are effective at differentiating your Product Listing Ads (PLAs) from competition, showcasing unique offers and increasing your click-through-rates.

Q: Google is rolling out Enhanced CPC bidding for PLAs this week. How does this affect PLAs, and what does it mean for retailers?

A: I love it when Google comes out with a juicy new feature to test! Enhanced CPC (eCPC) bidding has long been available for campaigns other than PLAs. This bidding feature uses historical conversion data (so make sure you're using AdWords conversion tracking) and other factors, and attempts to gauge when a conversion is more likely. It will then increase your bid by up to 30% to be more competitive for the click. Conversely, it also tries to gauge when the conversion is less likely to happen — and will decrease your bid by up to 30% so that you'll pay less for less valuable clicks.  

 What other factors does Google look at? Some examples are a user's location, time of day, how many times you've watched the goats yelling like humans video, etc. In all seriousness, it does take the actual query into account, which is a big deal for advertisers since it's long been a pain point that we can't actively bid on keywords for PLAs. As always with new features, our team is testing eCPC bidding on PLAs for select accounts and will be measuring the impact — findings to come soon!

Interested in learning more about paid search? Check out our Tip Sheet, Energize Your Paid Search: 12 Top Tips For Boosting Your Strategy.

June 23, 2014

Prepare for the Road Ahead: Organize Your Google Shopping Feed

GSC Blog Header

So, one week in. How’s the progress coming along?

Not sure what we’re talking about? No worries — check out last week’s blog post for a recap of what’s happening with Google’s Shopping campaigns. Since the big transition will occur in August, let’s get this training started so you’ll be in tip-top shape for the holiday season.

We hope you now have a basic understanding of how Shopping campaigns work. This week, you need to focus on organizing your feed so you can make the most of your new campaigns. Think of Week 2 as the preparation that precedes your new fitness regime. To see long-term benefits, you should plan your nutrition and chart out all the aspects of a balanced diet. The same goes for your Google Product Listing Ads (PLAs).

Start preparing now while focusing on the end result. Here are some aspects of Shopping campaigns to keep in mind as you get organized and begin the transition.

Organize Your Google Shopping Feed

Re-evaluate Your Segmentation

Under the former PLA structure, product targets were the primary way of organizing campaigns.

Google then matched your data feed information from these product targets with the search terms people entered to best determine which ads displayed and at what cost per click (CPC). However, you weren’t able to further segment product targets to maximize individual product performance.

Now you can. Shopping campaigns allow you to organize and group your products into subcategories, such as Brand, Item ID, Condition or Product Type, and assign separate bidding values to each.

Take this time to reassess the current setup of your inventory feed. In most cases, you’ll probably need to reformat to take advantage of the further dissection feature — but trust us, the hard work now will pay off in the long run. It’s vital that your feed is properly aligned to take advantage of the new levels of segmentation.

Set Up Granular Bids

If it’s been a while since you’ve performed any maintenance on your feed, the transition to Shopping campaigns provides an excellent opportunity to get things in order.

Since Google is now allowing you to bid and sort on a more granular level, you want to make sure that your feed isn’t missing any important attributes, such as condition or Item ID, in your product categories that could potentially improve the visibility of your PLAs. Try to fill in as much information as possible.

If you’re finding that you have to add a lot of data, consider beginning with your best-performing products. From there, examine your existing PLA campaigns for underperforming products that have potential to be profitable.

Ultimately, these new levels of segmentation will help increase conversions down the road.

Create Custom Labels

With the introduction of Shopping campaigns, Google replaced AdWords labels as a feed requirement with custom labels.

Custom labels are a new way to label products in your data feed. If the standard attributes in your feed aren’t sufficient to properly group your products, try incorporating custom labels into your feed.

Retailers are limited to five (0-4) custom labels, so it’s best to define the purpose of the label and then begin mapping possible values. Also, since there can only be one label per column, it’s important that all descriptions are aligned under the proper headings. Creating a chart, like the one below, can help you keep label values in order when you finally input them into your feed.

Create Custom Labels

Plan for the Future. Act Now!

Organizing your feed and making sure all the information under your category headings is complete and accurate is the first step to shaping up your campaigns. It sets the stage for everything that lies ahead.

The cleaner, more segmented and better labeled your products are, the better your results will be in the long run.

Once your feed is optimized to take full advantage of Google’s new format, it will be time to begin building out your campaign structure. Be sure to check back in Week 3 as our experts answer some of your specific questions about both organizing your products and developing your campaign structure. 

Shape Up Shopping Roadmap

Keep track of your progress along the way with our Shape Up Your Shopping Campaigns Roadmap

June 20, 2014

2014 Google Shopping Feed Specification Update

Breaking news for all you online retailers out there! Google just announced today that they have updated the Google Shopping Feed Specification with the following new features:

  • Mobile landing pages: A separate link can now be provided to take mobile shoppers to the appropriate landing page and improve the mobile shopping experience.

  • Merchant-defined custom bundles: Product bundles, (e.g. a mobile phone with car and wall charger), can now be identified and grouped via the “is bundle” attribute.

  • Apparel attributes: To improve product descriptions and search ability for shoppers, new attributes such as “size type” and "size system" are now available.

  • Item availability: Going is the “Available for Order” attribute, which will instead be replaced with the merged “in stock” and “available for order” fields. Also, an “availability date” attribute can be added to let shoppers pre-order.

  • Mandatory character limits: The feed specification now states how many characters are allotted for each attribute in an effort to display product data the most effective way possible. Google Shopping

While the only mandatory update is the character limit, sellers will be required to abide by this format by September 30, 2014 — and online sellers should take advantage of the improved shopping experience these provide.  ChannelAdvisor is currently working to make these changes available to sellers. Stay tuned for a release date!

What does this mean for retailers, though? Google has promised this upgrade will bring greater flexibility when it comes to organizing product data as well as create the potential to reach more consumers.

We at ChannelAdvisor want to make sure retailers have a seamless upgrade. We recommend focusing on two main features — mobile landing pages and mandatory character limits.

  1. Mobile landing pages — for advertisers that don't have server-side redirects, have a slow redirect or do not use responsive design, this should be an opportunity to improve the mobile shopping experience.

  2. Mandatory character limits — depending on data, business rules will need to be implemented and updated to ensure attributes do not exceed the new limits.

Google wants merchants to successfully adapt to these new features. They encourage testing the feed feature or the feed debugger to ensure all updated feeds can be processed accurately.

In the meantime, if you have any additional questions feel free to reach out to ChannelAdvisor via info@channeladvisor.com or call us at 866-264-8594.

June 16, 2014

Shape Up Your Shopping Campaigns: Countdown to August


August is coming soon. You need to shape up.

You’ve probably heard about Google’s switch to Shopping campaigns by now. If not, here’s the deal: Google announced that all retailers have until late August to transition their current Product Listing Ad (PLA) campaigns to the recently released Shopping campaigns format. After the transition date, Google will automatically force all remaining PLA campaigns into the new format without optimization or input from the retailer.

To have a say in how your feed is optimized and which bids are assigned to which products, you’ll need to create the new Shopping campaigns yourself. Before August.

But don’t worry. This is actually a good thing.

Shopping campaigns will allow you to organize and group your products into more granular subcategories than ever before. You’ll also be able to analyze and export metrics based on this segmented approach, as well as gain access to valuable competitor landscape data.

Was your data feed feeling a little feeble recently? Were your ad sales drooping a tad more than they should this time of year, causing you to feel the extra weight of all those inefficient cost-per-click (CPC) bids?

With the clock now ticking, Google has given you a great excuse to dig deeper into your data, fine-tune it and give your PLA campaigns the shape up they need!

As we start our countdown to the August switch, we invite you to join us here on the blog, where we’ll serve as your personal trainer while you shape up your Shopping campaigns. We want to help your business transition to a healthier, revitalized version of itself, and we want it to be as painless as possible. (And if you bear with us, we’ll do our best to keep the fitness-related puns to a minimum.)

ChannelAdvisor is leading the field with full integration with Google’s Shopping campaigns. Our new Product Group Generator feature will help retailers save valuable time building, optimizing and implementing their new campaigns.


Week 1: Educate Yourself

It starts today. Week one is all about learning everything you can about the journey ahead. What are Shopping campaigns? How do they differ from your existing PLA campaigns? How will this switch affect you? What are the benefits? These are the basic questions you need to start addressing if you haven’t already. We’ve already provided some initial materials to help you get started:

A blog post will kick off each of the next few weeks, detailing what you need to be doing at each phase, answering your questions, providing links to supplemental materials and more. We’ll help you get organized, as well as structure, test, measure and ultimately transition to the new campaigns. Your countdown to August looks like this:

Week 2: Organize feed

Week 3: Develop campaign structure

Week 4: Build campaigns with the Product Group Generator

Weeks 5-6: Begin testing

Week 7: Set expectations, report findings

Week 8: Compare old and new campaigns

Week 9: Adjust budgets

Week 10: Finish transition

Sound daunting? It’s not. You can do it. Download our Shape Up Your Shopping Campaigns roadmap, which breaks down each week of the countdown in greater detail. Use it early and often, both during your initial education and as a reference point after you begin the transition.

Like any goal, some of you may reach it more quickly than others. You may be finished with the transition in two weeks. You may have to pace yourself to finish by mid-August. The important thing is that you finish before Google’s mandatory switch and that your new campaigns and PLAs are working effectively for you by then.

That way, you’ll breeze into the autumn months with newfound strength, accuracy, speed and scalability for your digital marketing campaigns. If you fail to meet the deadline, you’ll be forced to play catch-up during the autumn months, and you’ll enter the holiday season with shaky, untested PLA campaigns. But don’t let it come to that. When it comes to the health of your business, procrastination isn’t an option.

If you have any questions along the way, please feel free to email marketing@channeladvisor.com, and we’ll do our best to respond as soon as we can.

It’s time to get excited and get motivated.

Because August will be here soon, and it’s time to shape up!


Blog post by Bradley Hearn, ChannelAdvisor Copywriter

June 12, 2014

ChannelAdvisor's IRCE Expedition 2014

We had the opportunity to attend one of the world’s largest e-commerce events over the past few days — the Internet Retailer Conference and Exhibition, better known as IRCE. Online retail pioneers came together to deliver an explosion of expertise and insight into the cross-layered web of online shopping. What’s more, this year marked the conference’s tenth birthday. Our pictures below illustrate our team’s journey through in-depth workshops, booth activity and much more.

  IRCE 2014

The grand entrance to IRCE at McCormick Place West in Chicago.


IRCE 2014

2014's IRCE sponsors. Thanks to everyone for supporting an amazing event!

IRCE 2014

Win the Wheels giveaway to a very lucky attendee.

IRCE 2014

Great traffic in the exhibit hall Tuesday evening!

IRCE 2014

ChannelAdvisor's booth setup.

Interested in learning more about ChannelAdvisor — Who we are? What we do? How we think? Contact us at info@channeladvisor.com or 866-264-8594.

June 10, 2014

Australian Webinar – Google Shopping Campaigns: New and Enhanced Techniques for PLAs

In August 2014, Google will be sunsetting its existing product listing ads (PLAs) format in favour of the newly released Google Shopping campaigns, requiring all advertisers to make the transition. After this date, Google will automatically upgrade all PLA campaigns to the new format, regardless of whether retailers have prepared for this switch. It’s therefore essential to understand the changes and work towards optimising your campaigns before August.

Google shopping image


Google’s Shopping campaigns will improve on the current PLA model, offering retail-centric campaign management, advanced reporting down to the individual product ID level and competitive landscape data. As a result, retailers will get enhanced decision-making ability and control over their campaigns.

While Google’s evolution to Shopping campaigns will offer a better way to promote products, it will require you to rebuild your inventory feeds. Google is encouraging retailers to create new campaigns before the changes take effect, pause regular PLA campaigns and optimise inventory, data and labels for the new format. This will ensure all products continue to display as expected.

Together with Power Retail and Google, ChannelAdvisor will host a webinar on everything Australian retailers need to know about the latest updates and how to make the transition sans hiccoughs.

The webinar will cover:

  • An overview of Google’s Shopping campaigns and their key benefits
  • How to get started
  • Details about the new data feed and advanced reporting options
  • Transition tips
  • A timeline for optimising Shopping campaigns

The webinar will be held on Thursday, June 19, at 2 p.m. AEST with Kate Conroy, product specialist at Google, and Sam Clarke, sales engineer at ChannelAdvisor.

Join us for this comprehensive guide to Google’s latest updates and find out how to stay ahead of your competition come August! 

Register for the webinar today!

Blog post by Shani Flynn, ChannelAdvisor marketing copywriter, APAC

Google webinar image


Don't miss our Google Shopping campaigns joint webinar with Google and Power Retail on June 19, 2014. Sign up today. 

June 06, 2014

5 Things You May Have Missed from the Shopping Campaigns Webinar

On Wednesday, Google’s Nicole Premo and ChannelAdvisor’s Jackie Jenkins teamed up to host a webinar aimed at getting retailers up to speed on Google’s new product listing ads (PLA) interface called Shopping campaigns. Didn’t make it to the webinar? Here are five takeaways you’ll want to know.

1. August Is Coming — Fast

Google announced that retailers have until the end of August to transition their current PLA campaigns to the recently released Shopping campaigns format. After this date, Google will force all remaining PLA campaigns into the new format without optimization or input from the retailer.  

2. You’ll Need to Get Granular

Shopping campaigns allow retailers to organize and group inventory into more granular subcategories, such as:

  • Brand

  • Item ID

  • Condition

  • Product type

Then you can assign separate bidding values to each. Products that aren’t assigned specific bids are grouped automatically into an “everything else” category, ensuring that all products are covered within a campaign.

3. More Segmenting Means More Metrics

Google has incorporated this segmented approach into its metrics, enabling retailers to analyze and export performance data by product attribute or by individual products. Depending on a retailer’s business needs, it’s possible to pull specific metrics on a brand, product type or even a product ID.  

4. Get Access to Competitor Insights

With Shopping campaigns, retailers have access to valuable competitive landscape data, including benchmark cost-per-click (CPC), click-through rate (CTR) and impression share estimates. Additionally, a new bid simulator allows retailers to experiment with bidding strategies by providing estimated campaign results at different bid levels.

5. Create Product Groups 37 Times Faster

The new ChannelAdvisor Product Group Generator saves retailers valuable time when setting up their Shopping campaigns. In fact, the Product Group Generator structured an entire campaign 37 times faster than it took to build manually. Once setup is complete, the campaign remains in sync with a retailer’s product data feed, eliminating the need for manual updates when changes are made.

Product Group Template

Creating a template with ChannelAdvisor’s Product Group Generator.

To view the webinar in its entirety, download the recorded version here.   


Blog post by Gregory Ives, Product Marketing Manager, Digital Marketing

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